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All Journal Concept: Journal of Social Humanities and Education Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM)
Emmanuel Putro Prakoso
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Arts Astronomy Languange, Linguistic, Communication & Media Social Sciences Other

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Designing Masculinity: The Role of Typography in Constructing Power, Strength, and Dominance in Product Branding Hendri Hartono; Eko Hadi Wahyono; Emmanuel Putro Prakoso; Taufiq Annas; Nur Sitha Afrilia
Concept: Journal of Social Humanities and Education Vol. 5 No. 2 (2026): Concept: Journal of Social Humanities and Education
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/concept.v5i2.2944

Abstract

Typography has communicated messages through images displayed on a package. The thickness of the letterforms, the sharpness of their corners, and the proportions in the placement of symbols carry meaning. These characteristics not only convey information but also shape an identity. This study highlights how the systematic process of typography in producing masculine meanings in product branding. Therefore, this study developed the Typographic Masculinity Index (TMI), an original semi-quantitative framework, and then applied it to eight male-oriented brands spanning the energy drink and grooming product categories: Red Bull, Extra Joss, Monster Energy, Warrior Energy, AXE, Old Spice, Gillette, and Biore Men. This analysis is based on Roland Barthes' visual semiotics and R.W. Connell's theory of hegemonic masculinity. The research findings confirm that bold, sharp-angled, condensed typographic forms and the use of capital letters consistently function as visual codes for authority, power, and dominance. Energy drink brands achieved significantly higher TMI scores (M = 36.5/40) than personal care brands (M = 23.5/40), reflecting deliberate strategic differences in how masculinity is visually packaged across product categories. From these patterns, four typological categories emerged: dominant masculinity typography, aggressive masculinity typography, heroic masculinity typography, and modern masculinity typography. Overall, these findings support the argument that typography is not a neutral vessel for verbal content, but rather an active participant in the cultural production of gendered identities.
Komodifikasi Budaya Lokal dalam Ilkan: Analisis Semiotika pada Iklan Rokok Djarum 76 Cita Rasa Nusantara Edisi Tahun 2024 Emmanuel Putro Prakoso; Eko Hadi Wahyono; Gadis Febriani; Hendri Hartono; Taufiq Annas
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.10254

Abstract

Advertisements with the theme of local cultural content which are now starting to be widely shown on YouTube channels have the aim of approaching the taste image of the product being sold to consumers, apart from that in order to maintain local Indonesian cultural values. This research was carried out with the aim of getting an overview of indications of the exploitation of Central Javanese local cultural content in the 2024 Edition of the Djarum 76 Cita Rasa Nusantara Cigarette advertisement. This research is descriptive qualitative research using Roland Barthes' semiotic analysis method, namely iconic connotation, connotation, denotation and linguistic messages. An indication of the practices of exploiting local Central Javanese cultural content in the 2024 Edition of the Djarum 76 Cita Rasa Nusantara Cigarette advertisement is shown by the visual appearance of the Central Javanese folklore scene "Jaka Tarub with 7 Bidadari" (connotation message). As well as the presence of a scene of a tobacco farmer watching in the garden the typical lurik clothes of farmers in Central Java (denotational message), and the appearance of a man's voice in the background (linguistic message) singing with the words "Djarum 76 sense of peace, calm, Djarum 76 susana pas steadiness, satisfaction swept away , calming fun, 76 nuances of choice, 76 feelings of peace, Everything is thick, atmosphere 76”.
Co-Authors Eko Hadi Wahyono Gadis Febriani Hendri Hartono Nur Sitha Afrilia Taufiq Annas